Revue Organisation et Travail
Volume 15, Numéro 2, Pages 38-53
2026-06-11
The Impact Of Marketing Innovation On Customer Loyalty: Satisfaction As A Mediating Variable – A Case Study Of The Samsung Brand
Authors : Taibi Asma .
Abstract
marketing innovation is the adoption by a company of modern or improved methods and approaches in product design, pricing, promotion, and distribution to enhance the customer experience, based on this concept, our study aimed to analyze the impact of marketing innovation on customer loyalty, focusing on the mediating role of customer satisfaction in explaining this relationship with a case study of the SAMSUNG brand. This study relies on four fundamental dimensions of marketing innovation: product innovation, pricing innovation, marketing communication innovation, and distribution innovation, examining their impact on customer satisfaction and loyalty. The study reaches several conclusions, most notably that innovation in product, pricing and marketing communication significantly enhances customer satisfaction with the Samsung brand, leading to increased brand loyalty. Distribution innovation, however, has a limited impact on customer satisfaction and loyalty. The study also showed that the impact of marketing innovation on customer loyalty to the Samsung brand is strongest when it is driven by satisfaction. In other words, customer satisfaction is a key mechanism linking samsung’s marketing innovation efforts to customer loyalty.
Keywords
Marketing Innovation ; Product Innovation ; Pricing Innovation ; Marketing Communication innovation ; Distribution Innovation ; Customer Satisfaction ; Customer Loyalty ; Samsung brand
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